Artificial Intelligence (AI) and Large Language Models (LLMs) have been around for several years and since adopting them, our output has increased significantly.
While AI often sparks concern about job security, it can actually empower people by handling repetitive, menial tasks, freeing them to focus on what they do best. As Hans Moravec notes in Mind Children: The Future of Robot and Human Intelligence, AI is a natural progression in human development, something to embrace rather than fear.
By taking over routine work, AI allows us to dedicate more time to higher-value activities such as strategy, creativity and human connection.
Marketing
We utilise AI across many aspects of marketing and find it extremely useful in its current form. As I write this blog, I’m using Google Gemini to refine and expand my thoughts, saving time while allowing deeper exploration.
In 2025, we saw the AI transition from an experimental trend to the strategic “backbone” of marketing. Current utilization spans the entire campaign lifecycle, from high-level strategy to real-time execution and deep-dive analysis.
Dynamic Content
Dynamic content is rapidly becoming a marketing standard, with a growing majority of consumers expecting communications tailored to their needs. Messaging and content are increasingly personalised in real time, adapting to user behavior, context, and even location.
Rather than one size fits all, content can automatically adjust using signals like past interactions, device type, location, and preferences. While not every brand has fully adopted these techniques, those that do can engage users far more effectively, delivering personalised experiences without manually creating dozens of separate variations.
Predictive Recommendations
While dynamic content adapts in real time to each user, AI can take personalisation even further. Predictive recommendations analyse past behaviour and billions of data points to anticipate what a customer might want next, often before they search for it.
Personalised recommendations drive a huge portion of sales for companies like Amazon and Netflix, suggesting products or content before customers even search for them.
These algorithms have moved far beyond simple “frequently bought together” suggestions, becoming sophisticated systems that anticipate individual needs. By analyzing billions of data points in real time, they can account for up to 35% of total sales for major retailers.
Paid Ads
In Paid Media, AI enhances targeting and optimises campaigns in real time, delivering smarter, more efficient results.
Google’s automated bidding now outperforms many manually managed campaigns. We enable this feature whenever possible to save management time and boost performance. However, because Google counts all conversions equally, human judgement remains essential to assess the value.
There are cases where the best results still come from manually analysing conversion data, particularly at the start of a campaign or in specific situations.
We recently observed conversions on the search term ‘Accountants in Manchester’. Many of the enquiries were from users contacting the business about job opportunities, primarily 18-24 year olds in the Banking & Finance sector. While Google’s automated bidding would have prioritised this audience based on conversion volume, these users were not the target for the business’s core services.
The ability to review leads in Google Ads and provide feedback for the algorithm would be an amazing feature which we would love to see. Something we hope Google develops in the future.
While AI supports many other areas of Google Ads, the main impact is in copywriting, where it can instantly create ad-copy or improve messaging and engagement.
SEO
AI’s impact isn’t limited to Paid Media campaigns. It also strengthens organic search efforts, supporting content creation, Meta Optimisation and technical SEO to improve visibility.
Alt Tags, which are descriptions of images used by search engines and accessibility tools still take time to create at scale. We would love to streamline this process further with assistance from AI.
We are currently exploring solutions that generate accurate, contextual image descriptions for large websites. Platforms such as Pinterest already demonstrate how effective automated visual tagging can be and this is something we aim to integrate into our own sites in the future.
Data & Email Marketing
Data is fundamental to Email Marketing, and accurate user profiling to deliver highly targeted messages is the single most important factor. However, email platforms remain limited, and we haven’t yet seen solutions that leverage AI in a meaningful way.
That being said, Google Sheets has recently integrated AI into the software. We are confident this can be used to build on existing data and create extremely tailored messaging. This requires a bit of testing, and something we are trialling early this year.
Looking ahead, we can see significant potential as this capability evolves and connects more closely with email platforms and CRMs, an area we’re particularly excited about.
Web Development
AI has accelerated development in several areas and is now an integrated part of our workflow. The most common uses are to scaffold project structures and identify errors.
Beyond this, AI provides significant support in more technical areas, particularly APIs and JavaScript.
We’ve identified a common issue with relying on AI to build entire projects. We call this the 80/20 problem. AI can deliver 80% of large scale projects very quickly, but the remaining 20% takes longer than building the entire project from scratch. This is usually because the structure requires significant adjustment. AI code is also often not optimised for SEO and bloated. For this reason, we use AI as a tool to assist with specific parts of the code rather than to build entire projects.
We may see a future where designers can upload their designs directly to a platform that automatically builds a full website, which would be amazing.
Conclusion
AI isn’t replacing expertise, it’s acting as a force multiplier. It speeds up workflows, reduces repetitive work and raises the baseline of what’s possible.
For now, AI and LLMs are not perfect and can only help with menial automation and well-defined tasks. However, we can definitely see how these tools will revolutionize the industry in the future.
Being part of this fast-changing industry is exciting. It gives us the chance to trial new tools, push boundaries, and explore the possibilities as AI continues to reshape the landscape.
